Disney Expands Tech Stack and Rolls Out Key New Ad Types and Audience Targeting Features

Interestingly although there were some subtle allusions Disney confirmed that sometime in 2022 there will be an adsupported lowercost subscription version of Disney No details on timing or costs have been released as of this writingThe key message of Disney Advertising39s Unrivaled Tech Data Showcase We have all bases covered from huge scale to privacy to usability and innovation in new ad unit typesWith the growing emphasis on consumer privacy and the changes being brought to the industry by Apple39s privacy efforts the death watch on the cookie and the recent announcements from Google about the eventual end of tracking on apps Disney Advertising is allin on the Clean Room solution bringing in tech partners Snowflake Infosum and Habu for data storage privacycompliant data matching and easy to use graphical interfaces According to Kelly Metz Managing Director of Advanced TV Activation at Omnicom Media Group the Disney Advertising offering quotsets the standard of media accountability It39s where we need to go It allows us to do it at scalequot With the opening up of ad inventory on Disney that scale is very likely to see a dramatic increaseIn the measurement realm Disney Advertising reiterated their commitment to participation in Nielsen One but also expanded on their partnership relationships with Comscore and SambaTV with Omnicom Media Group and Publicis According to Lisa Valentino Executive Vice President Client Solutions ampamp Addressable Enablement quotIt is our responsibility to deliver the best measurement capabilities for our clients that give them visibility into effectiveness and outcomes across our vast portfolio of premium contentquotDisney also announced that they will be expanding their multiyear relationship with SambaTV bringing their True Reach and Frequency measurement to agencies and holding companies following a successful trial with automaker HyundaiDisney Advertising39s considerable effort in programmatic is experiencing explosive growth and success They are now offering over 1800 audience segments from over 100000 attributes all firstparty owned by Disney The Disney Audience Graph includes over 100 million HH IDs 160 million connected TV IDs and 190 million device IDs According to Jeremy Helfand Senior Vice President and Head of Advertising Platforms at Disney Advertising more than 8000 video campaigns used Disney39s RealTime Ad Exchange in the last yearHelfand announced that Live Sports inventory will also be included in the programmatic supply pointing out that companies can now take immediate advantage of games that go into overtimeHelfand also announced new ad units in particular to films quotwithout disrupting the user experiencequot Leaning heavy into nostalgia Disney Advertising will be recreating the classic prefilm quotLet39s All Go To the Lobbyquot trailers that drove cinema goers to the concession stand prefilm quotLet39s All Go to the Pantryquot the 2022 version will incorporate brands and incorporate commerce functionality Helfand jokingly sang the famous jingle but probably is best suited for ad tech salesAn additional ad opportunity will center around a trivia game quotKnow Your Moviesquot which is quotcentered around contextually relevant factoids about the film filmmaker or genre of the film that the viewer is watchingquot Helfand said He also hinted to brand imagerylogos digitally integrated into live sports viewing on ESPN with interactive commerce capabilitiesFinally Disney is expanding its SelfServe business opening up to agencies and launching an ondemand curriculum to empower underrepresentedowned small businesses The agency pilot program opportunity will be given to 25 local performance and independent agencies this springOverall strong announcements from Disney Advertising Sales around data and tech for the second year is underscoring that they are taking and leading in the ad side of the business just as strongly as they are in the content and creative side of the house In the digital era Disney has emerged as a true converged leaderOur Simon Applebaum also weighed in on this event Read his report hereClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Disney Expands Tech Stack and Rolls Out Key New Ad Types and Audience Targeting Features

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Jeff Minsky

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